Well, we should all know now that the up-and-coming war against obesity
(and therefore 'junk food') in the US will be something serious:
President Bush (whose advisors always have an eye open for any press
opportunity, like Tony Blair's) has now jumped on the bandwagon. In a
nationwide radio address on 22nd June he has turned to a new
war, the war on fat, and is using himself as an example: "exercise is a
daily part of my life, and I urge all Americans to make it an important
part of your lives". Urging Americans to eat fruit and vegetables rather
than fatty foods and refrain from smoking and excessive drinking (he
should know about that: according to a pre-presidential Newsweek
magazine profile, he "went to Yale but seems to have majored in drinking
at the Deke House" - but then, didn't we all, in one way or another,
during our youth), he continued, "I know you're a better worker if you
exercise on a daily basis. I know you'll help keep the healthcare costs
down in America if you exercise on a daily basis. I know your life will
be more complete if you exercise and serve a neighbour in need".
All
good advice and well meant, even though the statement is typically
American, with pointed references to being a better worker and keeping
healthcare costs down. Other national leaders (or their speechwriters)
in Europe or elsewhere might have put it slightly differently, with less
emphasis on work and medical costs. However, for those with a slightly
cynical turn of mind, the US President's speech might actually be seen
as part of the 'junk food' giant's campaign (codenamed 'Activate')
mentioned in last week's column (which was written on 20th
June). The US (and multinational) Big Food/Big Drinks/'junk food' giants
have been panicked into a situation where they fear that they will
eventually be sued for 'inflicting' decades of high fat/high salt intake
on millions of people, so their campaign is aimed to distract attention
from the debatable quality of their products to emphasize a situation
where current obesity problems are really only the public's own fault
through lack of exercise. Very smart. As there are potentially billions
of dollars hanging in the balance on this - and this current US
presidency is the 'business-connected presidency' par excellence - it is
rather easy to see the links.
Some
readers may query the relevance of 'food news' from the US in a
newsletter devoted to Eivissa/Ibiza. But Eivissa/Ibiza is now part of
the 'modern' world (well, at least some parts of it) because of tourism,
and it is tourism which has brought Big Food/Big Drinks/'junk food' to
the island, whether the island needed it or not. Because of the way the
'modern' world is now interlinked, what happens, for example, in the US
in relation to 'junk food' has implications worldwide. Some people say
that the US is a nation of incredible contrasts: religious
fundamentalism combined with outright consumerism; widespread education
but minimal knowledge of the rest of the world unless it affects US
business interests; the 'ultimate democracy', but you have to be rich to
win an election; the promoter of 'democracy' around the globe, but
analysts can be puzzled by the obvious (and some not so obvious) links
between what the US calls 'democracy' in other countries frequently
meaning the same as 'open to American business interests'; a nation that
has the possibility of the world's best health care, but at a price, and
millions of its citizens are outside this safety network ; a nation
prizing 'free speech', which, if practiced, can sometimes result in the
speaker being looked upon as 'un-American'. Some say the best and worst
of all possible worlds. A young nation, maybe still with much to learn
but with possibly an inherent unwillingness to do so - or possibly not
comprehending that there is much to learn. Almost everything seems to
boil down to business. One colleague has said recently that the US is
basically the world's biggest social experimental laboratory; it may go
hell-bent on one type of fad or development for decades and then
suddenly completely turn against it. This was the case with tobacco and
it now seems that this will possibly be the case with 'junk foods'. Most
of us also supposedly living in the 'modern' world, be it Eivissa/Ibiza,
the UK, Germany, Canada or Australia, or wherever, will eventually be
affected - rightly or wrongly - by what happens in America.
The
US congress is, at the moment, pondering the possibility of a special
'health tax' on 'junk food' with special packaging codes and printed
health warnings (in the same vein as those on cigarette packets)
relating to, e.g., high fat and high sodium contents. The Congress has
just now set up a special congressional panel on obesity which, if
allowed to pursue its work unimpeded, may eventually come up with some
rather traumatic recommendations for 'the American way of life'.
Already, though, the incredibly powerful Grocery Manufacturers of
America trade group (with annual sales of $460 billion) is urging the
panel not to blame the nation's health problems on 'over-eating'. Other
business interests will also obviously be 'quietly putting the pressure
on' in the corridors of power. That, unfortunately, is often the way
things are done in the 'modern' world. In the media we will suddenly
begin to see a major publicity emphasis on exercise and 'eating in
moderation', and such publicity will often be actually sponsored by the
'junk food' industries or organizations (such as the illustriously-named
International Food Information Council Foundation) linked with them. All
well and good, but obesity and unfitness in the 'modern' world has not
just suddenly appeared overnight, it has been building up for decades
with the development of the 'fast food'/TV/'snacks culture. Some can
therefore, possibly quite rightly, criticize the 'junk food'
conglomerates of hypocrisy by saying that it is only the fear of
potential legal action and loss of money that has now made this sudden
interest in public health a 'necessity' (for them), and criticism may go
so far as to say that the growing PR about 'exercise', etc, is, of
course, just a smokescreen to draw public attention away from certain
basic problems with certain types of 'modern' fast food.
Certain major US corporations must really be beginning to suffer from
the early stages of massive diarrhoea. Take the tobacco giant Philip
Morris, for example - it already owes $100 billion to 50 states within
the US because of the tobacco wars of the 1990s. It is also, however,
the owner of Kraft foods, one of the US's largest manufacturers of hot
dogs, biscuits and other 'junk food'. And people are beginning to go for
the food manufacturers - and what worries the big companies is that this
could become a trend. In May, Meredith Berkman, a New York journalist,
began a $50 million class-action lawsuit against a US food manufacturer
that had doubled the fat content of what was supposed to be a low-fat
item. As she does not expect to win the case, she has rather
tongue-in-cheekily claimed the damages are for 'emotional distress'. For
readers that may be interested in the way that certain 'junk food'
manufacturers are said label the fat content of their products, you may
note that certain items labelled as '85% fat free' can actually mean
'15% fat'. Not bad, eh?
The
UK Royal college of Paediatrics is predicting a US-style 'epidemic' of
obesity in the UK, noting that Type 2 diabetes - caused by diet and
usually only found amongst adults - is now beginning to be seen in
children. The UK's Institute of Grocery Distribution, in a report
released in early June, bemoaned the increase in 'snack food' eating
amongst children and their lack of skills in preparing food for
themselves, noting that UK consumers now eat the second largest per
capita quantity in the world of savoury snacks, sweets and cakes. The
UK's Good Food Foundation, in a recent survey of what children thought
of as 'cooking skills' were shocked to receive the following replies:
making a sandwich (36%), making toast (31%), opening a cereal packet
(20%) and cooking chips (11%). So what has happened/is happening in the
US has already spread, of course, further afield?
If
the tobacco wars are anything to go by, the 'junk food' industry's first
line of defence may be to try and minimize the relationship between food
and health. General medical opinion in the UK is now that diet - and
specifically a diet high in fats, salt and sugar - has a major influence
on cardiovascular diseases (including coronary heart disease), cancer,
diabetes, obesity and tooth decay. The junk food industry will reply
that the situation is too complex to pinpoint one cause for all this and
will try and blame, amongst other things, lack of exercise. In Britain,
though, the recent Treasury-commissioned Wanless report on the National
Health Service has calculated the annual cost to the NHS of diet-related
diseases: coronary heart disease 2.4 billion pounds, diabetes 1.3
billion pounds, cancer 2.5 billion pounds, and so on. Health economists
estimate that 30% of the risk factors in, e.g., heart disease and cancer
can be attributed to diet.
Well, one thinks, the easiest thing to do is to avoid the junk food
outlets, let's stick to something safe like cereals (for example). But
wait a minute, what about this urgent meeting that began in the WHO
headquarters in Geneva on 26th June? Yes, Swedish scientists
claim to have found that some modern starch-based high-temperature
cooked foods can contain amounts of acrylamide (a chemical used to
produce dyes and plastics and - in small quantities - to purify water)
and fear there is a link there to cancer. Acrylamide has now been found
in breakfast cereals, biscuits, chips and crisps, to name a few. Spurred
on by the Swedish tests, a US consumer group began testing a wide range
of fast foods and found that McDonalds chips had the highest levels of
acrylamide, 7 micrograms per large serving (the US Environmental
Protection Agency has set a limit of 0.12 micrograms per whatever for
water). European, US, Canadian and Japanese scientists have now gathered
in Geneva for a special urgent meeting on the possible acrylamide
'problem' and potential links to cancer. This meeting is going on now,
as I write. The spokesman for the Australia New Zealand Food Authority,
though, has just made a statement regarding the acryl amide 'problem'
and those who have unknowingly been ingesting it for years: "I suspect
that the cholesterol clogging the arteries is going to get them before
the acrylamide does".
And
on that reassuring note I wish you all a good weekend! Smile! |